The Entertainment Consumers Association continues (ECA) to pick up steam as new partners are announced.

The newly formed ECA is a non-profit consumer advocacy group aimed at representing gamers and using their demographic power to influence politics and inform the general public. A sort of watchdog for consumer rights, the ECA will focus on anti-games legislation and other public policy concerns surrounding games.

"There's been an amazingly positive reception for the ECA from the industry - be they publishers, developers, retailers or enthusiast media - which has helped to support and strengthen our cause," said ECA president Hal Halpin. "The games industry companies for years has been saying they are committed to gamers, and with the help of the ECA, I believe that goal can be achieved as we strive to enable and empower the consumers and their voices."

Rather than seek corporate funding, the ECA has begun forming strategic partnerships with game publishers such as NCSoft, enthusiast media publishers including Ziff Davis, trade show events and a few products.

These new partners can offer ECA members benefits like discounts on trade show entrance fees, magazine subscriptions or special content.